What you really want: a summary of 25 interviews with conscious consumers like you.

March 5, 2025

There was a time, around November 2024, when I started to question whether there were people out there—like me—who cared deeply about natural and sustainable products, balancing their values with the reality of cost and convenience. I knew the tides were changing, we're all feeling crunched at the purse strings and convenience might be topping our priority lists.

Was I living in a bubble? Did conscious consumerism still hold weight in people’s day-to-day lives? Were busy families still making space for sustainability in a world that increasingly demands so much of us?

So, I did what any curious entrepreneur would do: I set aside my assumptions and started listening. I reached out to our Better Basics community and asked for volunteers to walk me through their daily lives. Twenty-five of you—primarily women and moms on the West Coast managing households of three or more—took time out of your busy schedules to talk with me.

We talked in detail about your routines, the products you rely on, the moments in your day that bring you joy, and the pain points you wish you could erase. These conversations were invaluable. What I found is that I am not alone, and in fact, many of us really do care about what we purchase and have the same struggles and joys.

What I Heard, Loud and Clear

Across these conversations, common themes emerged—recurring threads that wove together the reality of modern home life and caring for the people, and community around you. Here’s what stood out:

1. Caregiving Comes Before Self-Care

You are the heartbeat of your household. Your days revolve around making sure everyone else is fed, clothed, supported, and thriving—often at the expense of your own rest and relaxation. But I also noticed something else: You find self-care in the small, quiet moments. A skincare routine, a walk with your dog, a yoga class, or a few minutes with a book—these simple rituals are what keep you grounded.

2. Small Luxuries Matter

Yes, you’re pragmatic, and you prioritize function and performance in the products you buy. But you also appreciate small luxuries—a hand soap with a beautiful scent, a dish scrubber that actually works, a moisturizer that feels like silk on your skin. These little touches bring joy to your routine and make the everyday feel a little more special.

3. Health is the Ultimate Wealth

Every day, you’re making active choices about what’s safe, natural, and nutritious for your family. That means constant research—reading ingredient labels, scanning barcodes, and staying up to date on what’s truly “clean” and what’s just clever marketing. But with that vigilance comes decision fatigue—yet another invisible lift that falls largely on the shoulders of women.

4. You Thrive on Community & Time Outdoors

If you had more time, you would spend it outside, with loved ones. That’s where you recharge. Whether it’s a family hike, a coffee date with a friend, or simply watching your kids play at the park, these are the moments that matter most.

5. Convenience is King (or Queen!)

Your time is your most valuable asset, and anything that saves you time is a win. You lead with a minimalist mindset—opting for fewer, better, and more versatile products that make your day more efficient. The best solutions are the ones that make your life easier, without sacrificing quality or sustainability.

6. Routine is Everything

In today’s chaotic world, routine is what keeps you sane. You’ve developed systems to keep your household running smoothly—from meal prepping and packing lunches to organizing your space and managing schedules. And when you find a great tip, trick, or product that simplifies your life, you share it. The most valuable tools are the ones that help you maximize efficiency and minimize stress.

What’s Next for Better Basics?

I spent the time to speak with every one of you so I could find a meaningful way to contribute to making your days better and easier.

What I now see clearly is this: Sustainability matters, but it has to be easy, and not at the expense of quality or convenience. Premium experiences are valued, but they have to fit within real budgets. And most of all, self-care and joy shouldn’t feel like an afterthought—they should be seamlessly built into the products and routines that support your day.

So as we look ahead, we’re thinking about how we can create products that are simple, effective, sustainable, and, most importantly, help you feel a little more at ease in your day-to-day life.

A heartfelt thank you to everyone who shared their time and experiences with me.

If any of these themes resonate with you, I’d love to hear from you. What do you need most right now? Drop a comment below, send me a DM, or reply to our latest Instagram post—I’m still listening.

Here’s to making life simpler, more beautiful, and more sustainable—together.

— Sam, Founder of Better Basics